#THEDRESS THAT BROKE THE INTERNET FOR A GOOD CAUSE
The Salvation Army has turned the talk about #TheDress into something more meaningful. PICTURE: WEB LAST month there was a trending social media mystery around a colour of a dress which was visibly white and gold and now the whole image of the dress has been used to drive a charity initiative to raise awareness on Domestic Violence. While over 300 million people pettily debated about the dress' colour which included celebrities Taylor Swift, Kim Kardashian West, James Fanco and more the topic consumed the time and attention and yet the message remained undeniably shallow. According to Marie Claire the South African branch of the Salvation Army, together with advertising agency Ireland Davenport SA, channeled that attention towards something more important when they used #TheDress in a powerful ad to create awareness about domestic violence. Major Carin Holmes at the Salvation Army’s SA branch to learn more about the ad and the cause behind it. Most people thought o...